Colour psychology is the study of how colour affects a person’s behaviour and attitudes. It is based on the fact that colours have an affect on our emotions, thoughts, and behaviour.
The use of colours in marketing is widespread and can be used to influence people’s behaviour. Many companies and brands use colour psychology to target certain audiences, to evoke emotion and gain recognition.
Cultural Context
Colours are very powerful communicators and they evoke emotions, influence behaviour and can affect how a person is perceived. Colour psychology is different in different cultures, as different societies often have different meanings for certain colours. For example, in the UK, red is associated with danger and agitation, whereas in China red is associated with luck and good fortune. Brands must be aware of the way colours are perceived in different countries to ensure effective marketing campaigns.
How Colours Affect our Emotions
Colours have the power to evoke emotions and influence our behaviour, and understanding how colours affect us can be helpful when marketing products and services. Different colours evoke different feelings and each colour has its own distinct connotations.
• Red - Red can be seen as strong, passionate and exciting. It is associated with action and can invoke feelings of anger, power, warning and determination.
• Orange - Orange has a joyful, cheerful and energetic feel to it. It can represent excitement and enthusiasm, bring out a sense of warmth, joy and optimism.
• Yellow – Yellow is often seen as bright and cheery, and can bring out feelings of happiness and fun. It can also evoke feelings of caution and apprehension.
• Green – Green is often seen as calming, relaxing and welcoming. It can evoke feelings of balance, nature, health and peace.
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• Blue - Blue is often said to be associated with loyalty, trustworthiness, dependability and honesty. It can evoke a sense of calm, relaxation and strength.
• Purple - Purple is often associated with extravagance and luxury. It can evoke feelings of creativity, imagination and spirituality.
• Brown – Brown is often seen as reliable, friendly and sturdy. It can evoke feelings of warmth, comfort and security.
• Black – Black is often seen as stylish and sophisticated. It can evoke feelings of power, sophistication and mystery.
• White - White is often seen as pure, simple and clean. It can evoke feelings of serenity, innocence and peace.
Colour Combinations
The way colours interact with one another is also an important factor to consider when using colour psychology in marketing. Certain colours can be used to contrast or complement each other and create different effects. For example, a bright, eye-catching combination like yellow and orange can be used to communicate fun and energy, while a combination of muted tones like brown and grey can be used to communicate the feeling of sophistication and elegance.
Consistency
Colour is also important when creating a brand identity, as it helps create recognition and consistency. Brands should create a consistent colour palette that is used across all channels, and which reflects their brand’s personality and values.
Using colour effectively in marketing can be a powerful tool when used correctly. Understanding the way colour is interpreted can be beneficial when trying to evoke certain feelings and emotions, and when trying to create recognition, consistency and a strong brand identity.